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LE LAIT/MILK

Talk about brave. Last year, Le Lait abandoned a popular five-year campaign that captured Quebecers' hearts in favour of a new direction designed solely to stimulate milk consumption.

The creative - written knowing that "parental" lecturing does not change behaviour - has charmed the Quebec consumer into drinking more milk with a very simple idea: Un verre de lait c'est bien, mais deux c'est mieux. In other words, one glass of milk is good, but two is better.

The work revolved around a visual symbol featuring two fingers forming a V: the "peace" or "victory" sign. The TV and print arsenal was strengthened with a special music CD and video to round out the mix.

People have long known milk is good for them. It stood to reason that consumers would agree two glasses are better than one. And they have. To the tune of a 3% volume increase in one year.

TELEVISION

Sign	Un C'est Pas Assez
One Isn't Enough	Si Au Jetais Deux

PRINT

1 Le Lait	2 Le Lait
3 Le Lait	4 Le Lait
5 Le Lait	6 Le Lait
7 Le Lait	8 Le Lait
9 Le Lait	10 Le Lait
11 Le Lait	12 Le Lait
13 Le Lait	14 Le Lait
15 Le Lait	16 Le Lait
17 Le Lait	18 Le Lait